Star Pubs & Bars Introduces Rotational Craft Beer Scheme

The scheme offers pubs with an established craft following a selection of 10 draught craft beers from a number of third party brewers as well as HEINEKEN on a six-month rotation. Dispensed via a dedicated rotational craft font, licensees are able to change beers whenever they want to keep their offer fresh and interesting for customers without the need for technical support to do so.

Craft brands likely to have a strong consumer appeal are selected based on category insight, market share and performance, and an understanding of what would work in the different pubs across the company’s segmentation model. Star Pubs & Bars anticipates that around 275 of its pubs will be using the scheme by the end of the year.

For those new to craft or those wanting a craft offer but who don’t have a significant following, Star Pubs & Bars offers a wide selection of HEINEKEN owned and third-party craft beer brands on a permanent rather than rotational stocking basis.

The scheme adds to Star’s partnership with the Society of Independent Brewers (SIBA) and its recently announced extension to its cask ale range, giving licensees access to 300 beers, one of the most comprehensive beer choices for licensees of any pub company.

Steve Dancer, Buying Director, HEINEKEN said: “Craft beer is an important growth area. It is served in more than half the pubs in the UK. It’s not a passing fad, it is here to stay. Craft sales are increasing in volume by 25% year-on-year and the category is predicted to make up 10% of total beer market volumes in the next three years.* We want to help craft focussed pubs with a proven demand to capitalise on this growth, build on their speciality and enrich their customers’ experience by widening the choice of craft on tap.”

Mark Anderson of the Ruddington Arms, Ruddington commented: “I was so excited when I saw the range we’d be able to offer customers as there is a real consumer appetite for craft beer. Tied pubs don’t normally have this breadth of choice. It makes us really competitive with specialist ale pubs - we can take a bit of their market now. It’s great as we can change the beers as often as we want. All we need to do is swap the badge on the font. Offering a decent choice of craft keg is particularly good for the Ruddington Arms as these beers go really well with food.”

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